Mobinil surprised people with Halawet El Mouled, the traditional sweets eaten in celebration of Prophet Mohamed’s birth, designed as Christmas trees. By fusing together both Muslim and Christian iconic traditions, Mobinil sought to unify both parties and wish them many years of happiness.

The overall budget was 100,000 Egyptian Pounds, which is equivalent to about 9,800 Euros. The budget consists of the 50,000 sweet pieces that was designed and produced as Christmas trees, as well as the packaging.

50,000 pieces distributed in different neighborhoods across Cairo as a surprise to the customers with the message ‘MAY EGYPTIANS LIVE FOREVER UNITED’ written on the box.

The first response Mobinil received on social media was #EhElHalawaDi, a common phrase that describes how sweet the surprise was and also happens to mention the actual sweet of ‘Halawa’. From there, the #EhElHalawaDi was created, bringing people together and giving them a chance to celebrate and share their thoughts.

Such as simple gesture was able to make a difference to the streets of Cairo.

The idea stemmed from simply bringing people together, and in turn built rapport with the brand. There were no hidden tactics or ulterior motives, just a simple idea that sought to evoke happiness across Cairo. The idea addressed an important issue of division that had been in the back of Egyptians minds lately in a light, fun and shareable manner. The idea successfully served as a reminder that Muslims and Christians in Egypt have always been one hand despite the struggles the country might be going through.

Research indicated there was a strong divide amongst the Egyptian population in the post revolution days. So the idea stemmed from the need to re-unite them. By fusing together meaningful symbols of each tradition it showed that despite the differences, we could still come together as one to create something both meaningful and beautiful.

The idea was designed to generate a lot of positive response and discussion, as it touched upon an important matter in a creative and lighthearted way, which in turn made the content more shareable.

Christmas and Birth of Prophet Mohamed falling only 24 hours apart, for the first time in 457 years.

Egyptians have always been united, Muslims and Christians always celebrated each other’s religious feasts, but ever since the uprising of 2011, Egyptians were divided, leaving everyone consumed with political turmoil, economic distress and religious discrimination.

As the brand that has stood for “Always Together”, Mobinil wanted to remind Egyptians of the way things used to be before the revolution, through the coincidental timing of both Christmas and Mouled Al Naby (Birth of Prophet Mohamed) falling 24 hours apart, a coincidence that occurred for the first time in 457 years and wont happen again for centuries to come.